Most of what I get in the mail goes promptly into recycling, but I happened to open this mailer from the Macular Degeneration Research foundation.

It started with the letter above (which I didn’t read).

But also enclosed was this simple trifold that showed in 5 frames what happens to the vision of someone who suffers from MD.

My grandmother had macular degeneration, but I never knew what that was like to live with. This gave me a peek of what that might’ve been like for her.

But even without that personal connection, this simple insert telegraphed in an instant the slow horror of this condition in a way that’s hard to forget.

​

With regard to your consulting visuals, your aim is quite similar.

Not to shock or scare them.

But rather to frame their problem in a way that’s sharp, clever and instantly memorable.

Show them that you know what they’re going through.

That they can trust that you know the path to relief.

And do it all in a few seconds.

​

That’s the power of good visuals.

What might your five frames look like?
​

💡

-Wes